The National Collegiate Athletics Association’s (NCAA) team the Denver Pioneers has announced that SuperBook will be its first official sports betting partner.
The deal will see the Pioneers become one of the few NCAA teams to agree on a sports betting partnership
The Pioneers’ deal with SuperBook
Under the multi-year deal, that was brokered by the sports marketing agency Payfly Sports, the Las Vegas-based sportsbook operator SuperBook will become a sports betting partner of the University of Denver.
According to the announcement, the deal will include branding, media hospitality, and social media assets “ with a focus on responsible gaming and education for student-athletes.”
The University of Denver Division of Athletics and Recreations sponsors 18 NCAA Division I sports programs.
SuperBook head of marketing Kristin Mackey said. “As we look to grow the SuperBook brand across Colorado and the nation, we see this as the perfect partnership for our company.
“With their commitment to integrity, outstanding alumni, and passionate fan base, we look forward to partnering with DU Athletics for a long time to come,” she explained. “It’s a groundbreaking alliance with one of the most prestigious athletics programs in the country, and we can’t wait to become a bigger part of the DU community.”
vice chancellor for athletics, recreation, and Ritchie Center operations Karlton Creech said: “The University of Denver is excited about the opportunity to form a corporate partnership with SuperBook Sports.
“As sports betting continues to become more and more of a passion for our fanbase, we felt that it was important to partner with a local company that we trusted to put an emphasis on responsible gaming,” he added. “We’re also excited about the opportunity for the proceeds of this partnership to directly impact our student-athletes’ experience at DU.”
SuperBook in the US
SuperBook has been active in Las Vegas, Nevada since 1986 with a flagship sportsbook at the Westgate Las Vegas Resort & Casino
The Las Vegas-based sportsbook operator has worked quickly to establish its presence in several legal and regulated markets in the US.
SuperBook secured entry into Colorado last year in a deal with Jacobs Entertainment and marked the first time the operator had ventured outside of Nevada.
SuperBook officially launched its mobile sports betting app in Colorado in October 2020 and in June 2021, the operator celebrated the grand opening of its land-based sportsbook at The Lodge Casino in Black Hawk, Colorado.
Another Colorado college team strikes a betting partnership
The deal between SuperBook and the Pioneers marks the latest deal between a sportsbook operator and a collegiate team.
The first partnership between a collegiate sports team and a sports betting came in September 2020, when The University of Colorado Buffaloes agreed on a partnership with the Australian sportsbook operator PointsBet.
The five-year agreement sees PointsBet become a betting, gambling, and fantasy sports partner of the team.
The agreement will see the PointsBet brand will appear at the Folsom Field football stadium, as well as at the team’s basketball and volleyball stadium the CU Events Center.